Post on 25-Jun-2015
description
Dialogue in SocialMediaDDMA Dialogue Challenge 2009
• ik geloof in de dialoog
• het is tijd voor verandering
Wat doe ik hier?
“Dialogue”• di⋅a⋅logue [dahy-uh-lawg, -log] noun, verb -logued, -logu⋅ing.
• 1. conversation between two or more persons.
• 2. the conversation between characters in a novel, drama, etc.
• 3. an exchange of ideas or opinions on a particular issue, esp. a political
• or religious issue, with a view to reaching an amicable agreement or
• settlement.
• 4. a literary work in the form of a conversation: a dialogue of Plato.
dialoog = vraag&antwoord?
• 10% inhoud
• 30% toon
• 60% lichaamstaal
Discrepancy=Disbelief
SocialMedia
• elke fysieke of virtuele drager van een menselijke emotie of gedachte welke
door de zender en ontvanger(s)
gelijkwaardig kan worden gebruikt
Waarde verplaatsing
•Advertisers can no longer pay for attention, they must earn it
•Advertisers can no longer research effect, they must count it
•Advertisers can no longer own a brand, they must represent it
en mijn merk dan?
• heeft jouw merk klanten?
PAID PAID
OWNEDOWNEDEARNED EARNED
PAID MARKETING
AND COMMUNICATION
BECOME EARNED
DIALOGUES
•Website
•In-Store
•Support
•CRM
•Marketing PR
•WordOfMouth
•Viral
•Communities
•Advertising
•Packaging
•Sponsoring
•CPO deals
•Joint Promo’s
•Directories
•Branded Content
•Client Comments
•Packaging
•Agreed Message
•Permitted Targeting
•Minimal Waste
•Common Sponsor
BRAND CUSTOMER
Audience Measurement
Audience Measurement
Effect Measurement
Effect Measurement
BUSINESS OBJECTIVES
MARKETING STRATEGY
EMPOWERMENT CHOICE:
SHAREHOLDER VALUE
Transition from media-buying to message-delivery
• Agreed Message– Co-created tested creative, based on customer insight
– Advertiser becomes “amplifier” of customer-voice
• Permitted Targeting– Digital profiling and database-driven opt-in across mediaowners
– Mediaowners become content-aggregators on behalf of customers
• Minimal Waste– Joint effort by supply-and-demand parties involved to reduce waste
– Focus on distribution cost (printing, display, logistics)
• Common Sponsor– Empowered customer is community-active at events and institutes
– Advertisers engage with leading members to create sponsor-role
Audience Measurement willplay key-role in identifyingconcentration of target-customergatheringpoints across allmedia-types even when averagecontact-frequency is minimal
PAID
OWNEDEARNED
•CPO deals
•Joint Promo’s
•Directories
•Branded Content
•Client Comments
•Packaging
•Agreed Message
•Permitted Targeting
•Minimal Waste
•Common Sponsor
CUSTOMER
Audience Measurement
Effect Measurement
Transition from media-buying to message-delivery
• Branded Content– Ready-to-share and embed, tagged for tracking purposes
– Behind-the-scenes, inside the company, brandvalues-inspired
• Client Comments– Let your customer speak on your behalf and give them a stage
– Facilitate, publish and support the dialogue on your web(site)
• Packaging– Tangible or virtual carriers of goods and services are explicit acts
– Clever design, sustainability and reliability convey customer insightsEffect Measurement will focusless on “counting the clicks” andmove to “rating the answer” ascustomers will give real-time response to everything that theyfeel is relevant to the mutualvalue-exchange between youand them
PAID
OWNEDEARNED
•CPO deals
•Joint Promo’s
•Directories
•Branded Content
•Client Comments
•Packaging
•Agreed Message
•Permitted Targeting
•Minimal Waste
•Common Sponsor
CUSTOMER
Audience Measurement
Effect Measurement
Transition from media-buying to message-delivery
• CPO deals– Advertisers increasingly benefit from ‘exchanges and marketplaces”
– Often allowing the media-space-seller to (co-)design the ads
• Joint Promo’s– Online retailing is changing from specialty- to conveniencestores
– Advertisers can design new trade-models outside direct-selling
• Directories– Search Marketing and Portals are almost real-time data-feeds
– Automated offerings and discounts can provide impuls-driven traffic
PAID
OWNEDEARNED
•CPO deals
•Joint Promo’s
•Directories
•Branded Content
•Client Comments
•Packaging
•Agreed Message
•Permitted Targeting
•Minimal Waste
•Common Sponsor
CUSTOMER
Audience Measurement
Effect Measurement
ROI of Dialogues
Twitter, Linkedin en Facebook overwegen beursgang
Sociale netwerksites Linkedin en Facebook en Microblogsite Twitter gaan mogelijk
naar de beurs. Dinsdag liet oprichter Biz Stone van Twitter weten een overname
niet te zien zitten, maar andere mogelijkheden om geld op te halen houdt hij
open. 26 nov 2009
BreakingNews op Twitter nu van MSNBC•tags: cult office
Het Nederlandse Breakingnews-account op Twitter komt in handen van de grote Amerikaanse nieuwssite MSNBC.com.
Dat maakte BNO News van de 19-jarige Michael van Poppel maandagavond bekend. Het Twitter-account met 1,5 miljoen followers is voor een onbekend geldbedrag van eigenaar gewisseld. Oprichter Michael is een eigen persbureau gestart, BNO News.
Knowledge Network
Knowledge
Behavior
InsightDataweb-stats
ad-management
industry averages
log-filesretail-data trends
feedback
suggestions
focus groups
TalkingWriting
MovingWatching
Listening Clicking
Buying
Thinking
Knowledge Network = those who are in agreement on how they interpret Insight, Behavior and Data for a shared objective/problem
Stelling
• SocialMedia are the biggest excuse for brands not to engage in dialogue
What the experts say..